TY  - BOOK
AU  - Sargeant,Adrian
AU  - Jay,Elaine
TI  - Building donor loyalty: the fundraiser's guide to increasing lifetime value 
SN  - 078796834X (alk. paper)
AV  - HV41.9.U5 S27 2004
U1  - 658.15/224 23
PY  - 2004///
CY  - San Francisco
PB  - Jossey-Bass
KW  - Fund raising
KW  - United States
KW  - Philanthropists
KW  - Attitudes
KW  - Nonprofit organizations
KW  - Marketing
N1  - Includes bibliographical references (p. 199-202) and index; Why does loyalty matter? -- Driving donor loyalty -- Understanding giving behavior -- Advancing the relationship revolution -- Researching what donors want -- Using donor segmentation to enhance loyalty -- Growing monthly giving -- Building effective fundraising products -- Managing service quality -- Recognizing and rewarding donors -- Using lifetime value to inform retention strategy -- Planning for retention -- A call to action
UR  - http://catdir.loc.gov/catdir/toc/ecip0420/2004015678.html
UR  - http://catdir.loc.gov/catdir/description/wiley042/2004015678.html
UR  - http://www.loc.gov/catdir/enhancements/fy0616/2004015678-b.html
ER  -